Twitter accounts for roughly 9% of all social media shares, about a tenth of the amount of activity on Facebook, according to analysis by BuzzSumo and Frac.tl .
YET Twitter’s contribution to lead generation and sales—marketers’ key metrics—ranks last in terms of being the initial, final or only social media platform touched, because its content and interaction occur in the middle of the purchase funnel, based on AOL Platform research (Chart).
